Tarun Kushwaha

Kushwaha, T. & Rajavi, K. & Steenkamp, J. (2023). Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries? Journal of Marketing

Shankar, V. & Kushwaha, T. (2021). Omnichannel marketing: Are cross-channel effects symmetric? International Journal of Research in Marketing

Villanova, D. & Bodapati, A. & Puccinelli, N. & Tsiros, M. & Goodstein, R. & Kushwaha, T. & Suri, R. & Ho, H. & Brandon, R. & Hatfield, C. (2021). Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time Journal of Retailing

Kalaignanam, K. & Tuli, K. & Kushwaha, T. & Lee, L. & Gal, D. (2021). Marketing Agility: The Concept, Antecedents, and a Research Agenda Journal of Marketing

Kesavan, S. & Kushwaha, T. (2020). Field Experiment on the Profit Implications of Merchants’ Discretionary Power to Override Data- Driven Decision-Making Tools Management Science

Dinner, I. & Kushwaha, T. & Steenkamp, J. (2019). Psychic Distance and Performance of MNCs during Marketing Crises Journal of International Business Studies

Rajavi, K. & Kushwaha, T. & Steenkamp, J. (2019). In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities Journal of Consumer Research

Kalaignanam, K. & Kushwaha, T. & Rajavi, K. (2018). How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows Journal of Retailing

Kalaignanam, K. & Kushwaha, T. & Swartz, T. (2017). The Differential Impact of New Product Development “Make/Buy” Choices on Immediate and Future Product Quality: Insights from the Automobile Industry Journal of Marketing

Kalaignanam, K. & Kushwaha, T. (2017). The Product Quality Impact of Aligning Buyer-Supplier Network Structure and Product Architecture: An Empirical Investigation in the Automobile Industry Customer Needs and Solutions

Saravanan, K. & Kushwaha, T. & Gaur, V. (2016). Do High and Low Inventory Turnover Retailers Respond Differently to Demand Shocks? Manufacturing & Service Operations Management

Petersen, J. & Kushwaha, T. & Kumar, V. (2015). Marketing Communication Strategies and Consumer Financial Decision Making: Role of National Culture Journal of Marketing

Kesavan, S. & Kushwaha, T. (2014). Differences in Retail Inventory Investment Behavior during Macroeconomic Shocks: Role of Service Level Production and Operations Management

Kushwaha, T. & Shankar, V. (2013). Are Multichannel Customers Really More Valuable? The Moderating Role of Product Category Characteristics Journal of Marketing

Kalaignanam, K. & Kushwaha, T. & Eilert, M. (2013). The Impact of Product Recalls on Future Product Reliability and Future Accidents: Evidence from Automobile Industry Journal of Marketing

Kalaignanam, K. & Kushwaha, T. & Steenkamp, J. & Tuli, K. (2012). The Effect of CRM Outsourcing on Shareholder Value: A Contingency Perspective Management Science

Zhang, J. & Farris, P. & Irvin, J. & Kushwaha, T. & Steenburgh, T. & Weitz, B. (2010). Crafting Integrated Multichannel Strategies Journal of Interactive Marketing

Kalaignanam, K. & Kushwaha, T. & Varadarajan, P. (2008). Marketing Operations Efficiency and the Internet: An Organizing Framework Journal of Business Research

Sorescu, A. & Shankar, V. & Kushwaha, T. (2007). New Product Preannouncements and Shareholder Value: Don’t Make Promises You Can’t Keep Journal of Marketing Research